Value-First Team — Client Relationship

MXD Process

Six industrial equipment brands consolidated under one name — mxdprocess.com

Open conversation · no engagement contracted

Snapshot

What they do

Design and manufacture industrial process equipment — mixers and agitators, high-shear emulsion systems, custom stainless steel tanks, three-roll mills for particle reduction, and air and water pollution control systems. Around 125 people across Indiana, Ohio, New Jersey and Kentucky.

How they are built

A six-brand roll-up: Mixer Direct, ShearPro, BCast, Torrey Mills, Heritage Equipment and Branch Environmental, brought under the unified MXD Process brand in 2015.

Systems

HubSpot for the customer relationship, Odoo for operations and fulfilment, Shopify for the replacement-parts line.

Delivery

Value-First Team.

The relationship

  1. First conversation with Michael Dodd, then in a previous role — integrating a customer system with an ERP and a storefront. The thread went quiet.

  2. Michael reconnects, now at MXD, and opens the door to the commercial team.

  3. Discovery conversation with MXD’s sales and marketing leadership.

  4. Follow-up resources sent — how we work, where we are a fit, and where we are not.

What they came looking for

MXD grew by consolidation rather than expansion, and the six brands arrived with six ways of recording the same things. Today the customer relationship lives in one system, operations and fulfilment in a second, and the replacement-parts business in a third — and no one of them is agreed to be the place a given fact is born. Work moves between them by hand.

Underneath that sits a commercial version of the same question. A large custom-equipment quote and a small parts order travel the same path, so the effort a sale takes is only right-sized when a salesperson right-sizes it themselves.

What they asked for was not a vendor. In their own words they wanted “someone that makes us think” — a partner “for us to work alongside so we can learn, not just be like, do it for us.” And they came with the architectural question already framed in their own terms: “where does it get created? Where does it get held?”

What we explored together

  • Source of truth by role, not by system — the reframe that a customer-facing team and an operations team can each hold authority over what they own, rather than one system being declared to win everything
  • A unified customer view — marketing, sales, service and leadership reading one picture of the same customer, and what leadership has to own for that to be real
  • A live data-model walkthrough — a working integration between a customer system and an ERP, drawn out rather than described
  • The five-layer operating model — data, customer value model, intelligence, orchestration, interface — as the frame that gives an existing AI investment somewhere coherent to sit
  • Where we are not a fit — scope boundaries offered directly, as the answer to their own question about what we do not do

Where it stands

An open conversation. Nothing is contracted and no work has been delivered — this is a relationship in its early shape, not an engagement in progress, and this card describes it as such.

The piece that would come next is the one thing the first conversation pointed at and did not produce: the data model of MXD’s own three systems, drawn for MXD rather than borrowed from another manufacturer.

In a sentence

MXD Process brought six industrial brands under one name, and their customer, operations and commerce systems still hold three separate pictures of the same customer — we spent our first conversation showing them what one picture looks like when authority is assigned by role instead of by system, and the conversation is open.

At a glance

Stage

Open

conversation, not contracted

Brands

Six

under one name since 2015

Systems

Three

customer, operations, commerce

First spoke

Apr 2024

reconnected May 2026

Key contacts

Eric SeiberlingVP of Sales and Marketing Michael DoddSales Manager Kyle HaskinsMarketing Director